Market and Trade Profile GCC
Market and Trade Profile: GCC
Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and UAE Market and Trade Profile GCC
Overview
• This market profile provides statistics about the visitors from the Gulf Cooperation Council (GCC), that is to say people of all nationalities residing in the six countries forming the GCC: Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the United Arab Emirates (UAE). • Chapter 1: Inbound market statistics provides insights on key statistics about GCC travellers and who they are. It takes a look at Britain and its competitive set as well as activities of Gulf visitors in the UK. • Chapter 2: Understanding the market takes a close look at Gulf consumer trends, booking, planning and further travel behaviour of this source market. Perceptions of Britain held by the Gulf residents are also highlighted. • Chapter 3: Access and travel trade shows how the Gulf residents travel to the UK, how to best cater for their needs and wants during their stay and gives insights into the Gulf travel trade. Further ways of working with VisitBritain and other useful research resources are pointed out.
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Contents
Chapter 1: Market statistics 1.1 Key statistics 6 1.2 Visitor demographics 18 1.3 Britain & competitors 23 1.4 Inbound activities 26
Chapter 2: Understanding the Market 2.1 Structural drivers 33 2.2 Consumer trends 38 2.3 Booking and planning 43 2.4 Reaching the consumer 46 2.5 Perceptions of Britain 52
Chapter 3: Access and Travel Trade 3.1 Access 57 3.2 Travel trade 61 3.3 Caring for the consumer 68 3.4 Working with VisitBritain 74 3.5 Useful resources 75
Appendix Individual inbound market overviews 77
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Chapter 1: Inbound market statistics
4 Market and Trade Profile GCC
Chapter 1: Inbound market statistics
Chapter summary • The Gulf Cooperation Council (GCC) comprises six countries: Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and 2016: the UAE. Despite some differences, there are many similarities in their economies, culture and travel trends. £1.4bn • In 2016, visits to other GCC countries accounted for over two thirds of the overall outbound visits from each of those spent in six markets put together. However, the UK is the most visited destination of each GCC market in Western Europe. • Added together, the GCC would be the 3rd most valuable the UK inbound market to the UK, with very high average spend per visit. • Over 40% of GCC visits happen in the summer months and almost half are from UAE visitors. There is a high proportion of UK expats living in the GCC coming back home. GCC nationals tend to come more for holidays, with London being their favourite destination by far. • Main activities undertaken in the UK include dining in restaurants, shopping and visiting parks or gardens. Source: International Passenger Survey by ONS, Oxford Economics (outbound overnight trips)
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Chapter 1.1: Key statistics
Key insights • The GCC outbound markets are among the most valuable, with nationals being very high spenders when they travel rd abroad. The UK is their favourite destination in Europe. 3 • Considering all GCC countries together, the Gulf market most valuable would be Britain’s 15th largest source market in terms of rd inbound market visits and 3 most valuable for visitor spending in 2016*. for the UK (2016)* • Almost half of visits from the GCC are made by UAE residents (47% in 2016). However, there is a high proportion of visits made by UK expats: they accounted for 46% of all visits from the UAE in 2016, compared to 17% Emirati nationals. For Qatar, GCC nationals also comprise a minority of visits to the UK. • Almost half of visits are made for holidays, followed by visiting friends and relatives (VFR). However, the importance of VFR is skewed towards the high proportion of UK expats’ visits. • Over 40% of GCC visits happen during the summer and London is by far their main destination in the UK.
Source: International Passenger Survey by ONS, Oxford Economics (outbound overnight trips) *If considered as a single market 6 Market and Trade Profile GCC
1.1 Key statistics: global context
Global context (2016)
Measure Bahrain* Kuwait Oman* Qatar Saudi Arabia UAE
International tourism 0.6 12.3 1.5 9.1 18.7 17.1 expenditure (US$bn)
Global rank for international tourism >50 25 >50 31 15 18 expenditure
Number of outbound 1.77 4.00 1.88 1.39 9.30 3.16 overnight visits (m)
Most visited destination Saudi Arabia Saudi Arabia UAE Saudi Arabia UAE Saudi Arabia overall
Most visited destination United United United United United United in Western Europe Kingdom Kingdom Kingdom Kingdom Kingdom Kingdom
Source: UNWTO, Oxford Economics *Note: Spending data for Bahrain and Oman comes from Oxford Economics as these markets are not in the UNWTO top 50 outbound tourism spending markets
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1.1 Key statistics: 10 year trend
Inbound travel to Britain overview
Measure Visits Nights Spend (000s) (000s) (£m)
10 year trend 2007 408 5,687 620 2008 454 6,282 744 2009 494 7,353 856 2010 440 6,136 771 2011 499 7,013 881 2012 530 6,419 1,173 2013 684 10,398 1,833 2014 615 8,510 1,458 2015 724 10,672 1,591 2016 777 9,521 1,431 Share of UK total in 2016 2.1% 3.4% 6.3%
Source: International Passenger Survey by ONS
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1.1 Key statistics: latest figures
Inbound travel to Britain overview
Measure GCC Bahrain Kuwait Oman Qatar Saudi UAE Arabia
Visits (000s, 2016) 777 31 112 36 82 152 365 • Rank out of UK top markets • 15* • 66 • 44 • 64 • 50 • 39 • 21
Nights (000s, 2016) 9,521 419 1,431 514 1,141 2,464 3,551 • Rank out of UK top markets • 11* • 65 • 41 • 59 • 45 • 25 • 17
Spend (£m, 2016) 1,431 72 222 48 163 360 566 • Rank out of UK top markets • 3* • 49 • 23 • 57 • 33 • 18 • 11
Nights per visit (2014-2016) • Overall • 14 • 15 • 17 • 18 • 13 • 17 • 11 • Holiday • 12 • 16 • 13 • 10 • 10 • 12 • 11 Spend per night (2014-2016) • Overall • 156 • 138 • 178 • 84 • 157 • 172 • 146 • Holiday • 211 • 178 • 217 • 147 • 257 • 235 • 178 Spend per visit (2014-2016) • Overall • 2,118 • 2,046 • 3,031 • 1,511 • 2,104 • 2,886 • 1,533 • Holiday • 2,529 • 2,816 • 2,840 • 1,460 • 2,634 • 2,939 • 1,996 Source: International Passenger Survey by ONS *If considered as a single market (as standard, inbound rankings do not consider GCC a single market)
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1.1 Key statistics: journey purpose
Journey purpose 2016 Journey purpose trend (visits 000s)
Share of Holiday Business VFR Study Misc. 350 visits for… 327 300 293 Bahrain 48% 5% 38% 0% 10% 250 Kuwait 65% 5% 21% 1% 8% 200 Oman 36% 4% 46% 3% 10% 150 Qatar 44% 6% 40% <1% 9% 100 90 Saudi Arabia 54% 10% 25% 4% 7% 50 52 13 UAE 30% 17% 47% 1% 5% 0 GCC 42% 12% 38% 2% 7%
All markets 37% 24% 31% 1% 6% Holiday Business VFR Study Misc.
• Looking at the individual Gulf markets, holiday is the most • Holiday visits and visits to friends and relatives (VFR) common journey purpose to visit the UK except in Oman and account for 80% of all visits from the GCC to the UK in 2016. UAE where the main reason is to visit friends and relatives, with • Those two types of visits largely account for most of the almost one-in-two visits from those two markets to the UK made increase in visitors from the Gulf to the UK since the 2000s, for that reason. In all markets there are only a few visits to the as business visits, studying trips and visits for miscellaneous UK for studying purposes. purposes remained about stable in the last years. • 82% of staying holidaymakers from the Gulf (excl. UK • In terms of value, over 50% of inbound Gulf spending in the nationals) in 2015 were repeat visitors, with 3.5 visits to the UK UK came from holiday visitors in 2016. on average within the last 10 years (compared to 63% and 2.7 • While both business and holiday visitors from the Gulf spent visits in 10 years for the all-market average). more on average per visit and per night in 2016 than those visiting friends or relatives, the latter stayed longer. Source: International Passenger Survey by ONS; repeat / first time visitors question asked in 2015 10 Market and Trade Profile GCC
1.1 Key statistics: seasonality
Seasonality 2016 • GCC visitors tend to come to the UK in the summer months: in 2016, just over 2-in-5 visits from the GCC overall to the 50% UK were made between July and September. 41% 40% • All individual Gulf markets also follow the pattern of a strong 28% third quarter: it is the time of the year when temperatures in 30% 27% 25% 20% 21% the Gulf are at their highest. For this reason, many go on 20% 19% 18% holiday in places where the climate is milder during the
10% summer months. Share Share ofvisits 0% • However, the influence of the Eid-al-Fitr and the Eid-al-Adha Jan-Mar Apr-Jun Jul-Sep Oct-Dec celebrations account for some variations over the years. In GCC All markets 2013, the Eid-al-Adha was celebrated mid-October, which can explain the peak in Q4 visits from the GCC to the UK that year. Seasonality trend (visits 000s) 350 319 300 250 200 164 150 151 142 100 50 0 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Jan - Mar Apr - Jun Jul - Sep Oct - Dec
Source: International Passenger Survey by ONS
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1.1 Key statistics: length of stay and accommodation
Accommodation stayed in, 2016 (nights, %share) Duration of stay trend (visits 000s) 1% 2% 0.3% Free Guest 300 250 245 3% Hotels/Guest house 200 9% 200 Own Home 170 150 160 39% Rented House/Flat 100 12% 50 Hostel/University/School 0 2 Paying Guest
Other Nil nights 1-3 nights 4-7 nights 31% Bed and Breakfast 8-14 nights 15+ nights • Gulf visitors tend to stay longer than most markets: in 2016 they stayed in the UK for 12 nights on average, compared to just 7 across all markets. However, this varies quite a lot depending on the individual market, with UAE visits staying 10 nights on average while Saudi visits last on average 16 nights. • However, over half of all visits to the UK from all individual GCC markets except for the UAE between 2014 and 2016 lasted at least 8 nights, compared to 22% across all markets (and still 42% for UAE). • Visitors from the Gulf are more likely to stay as free guests with friends or relatives or in hotels/ guest houses. Looking at the two main markets, visitors from the UAE are more likely to stay with friends and relatives for free, while Saudi visitors spend more nights in hotels or guest houses. • Gulf visitors spent 12% of their nights in the UK in 2016 at a place they own, well above the 2% across all markets.
Source: International Passenger Survey by ONS
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1.1 Key statistics: regional spread
Visits to the UK (2016) Nights (% share, 2016) Region Nights stayed Visits Spend (000) (000) (£m) Total 9,519 775 1,430
Scotland (SC) 451 68 43
Wales (WA) 306 26 30
Northern Ireland (NI) 43 3 3
London (LDN) 4,142 477 917
North East (NE) 183 14 111
North West (NW) 1,074 85 87
Yorkshire (YO) 538 37 39
West Midlands (WM) 749 55 46
East Midlands (EM) 218 19 25
East of England (EoE) 298 32 17
South West (SW) 304 40 23
South East (SE) 1,130 82 86
Nil nights (Nil) N/A 2 1
Source: International Passenger Survey by ONS. Visits data for nations and regions includes overnight stays, not day trips. 13 Market and Trade Profile GCC
1.1 Key statistics: regional spread and top towns and cities
Top towns and cities visited (2014-2016) • London is the leading destination for a trip to Britain; in 2016 over 3-in-5 visits from the GCC included at least one Town Average yearly overnight visits (000s) night in the British capital city. London 437 • However, GCC visitors spent roughly as many nights in Manchester 37 London as in the rest of England between 2014 and 2016: Edinburgh 22 46% of all nights each. Nights spent in Scotland by GCC visitors are below the all-market average (5% vs 8%). • When looking at indidual markets, Kuwaitis stay in Regional spread 2014-2016 London more than the other GCC visitors: they spent 70% Share of Scotland Wales London Rest of Northern of their nights in the UK there on average in 2014-2016. nights… England Ireland Visitors from Oman only spent about 1-in-5 nights in Bahrain 1% 2% 40% 57% <1% London, while those from Saudia Arabia and the UAE also spent fewer nights in London than in the rest of England. Kuwait 1% 3% 70% 27% - • Visitors from the GCC are more likely to go to rural areas Oman 3% 7% 18% 68% - than coastal areas of Britain, when in the UK. Qatar 9% 3% 43% 43% 1% • Virtually all visits from the GCC to the UK are independent Saudi visits, rather than a package tour*. 2% 3% 44% 50% <1% Arabia • Within the UK, GCC visitors are more likely than average UAE 7% 4% 40% 49% <1% to use taxis, hire a car for more flexibility or take a GCC 5% 3% 46% 46% <1% domestic flight. However, they would be less likely to use All their own vehicle, hop on a train to move from one city to 8% 3% 40% 48% 1% markets another, or get on a coach with a group.
Source: International Passenger Survey by ONS, VisitBritain/IPSOS 2016, base: visitors; *To be defined as a package, a holiday must be sold at an inclusive price covering both fares to and from the UK and the cost of at least some accommodation. Neither the respondent nor the travel agent from whom the package was bought will know how much of the inclusive price is accounted for by fares or by accommodation. 14 Market and Trade Profile GCC
1.1 Key statistics: visits to coast, countryside and villages
Propensity to visit coast, countryside and villages
15% VFR: Went to the coast or beaches 13%
22% VFR: Went to countryside or villages 17%
0 Business: Went to the coast or beaches 2%
3% Business: Went to countryside or villages 2%
9% Holiday: Went to the coast or beaches 14%
16% Holiday: Went to countryside or villages 18%
10% All journey purposes: Went to the coast or beaches 10%
16% All journey purposes: Went to countryside or villages 13%
0% 5% 10% 15% 20% 25%
GCC All markets Source: International Passenger Survey by ONS 2016
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1.1 Key statistics: use of internal modes of transport
Propensity to use internal modes of transport
1% Ferry/boat 2% Car/vehicle you/group brought 1% to the UK 15% 12% Hired self-drive car/vehicle 8% Private coach/minibus (for 2% group only) 4% Public bus/coach (outside 5% town/city) 8% 62% Taxi 32% 27% Train (outside town/city) 28% Bus, Tube, Tram or Metro Train 47% (within town/city) 53% 3% Domestic flight 2%
0% 10% 20% 30% 40% 50% 60% 70%
GCC All markets Source: International Passenger Survey by ONS, 2013
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1.1 Key statistics: purchase of transport and package tours
Transport services purchased before or Proportion of visits that are bought as part during trip (%) of a package or all-inclusive tour in 2016*
Saudi UAE GCC All 16% Arabia markets 14% 14% Transport Pre 51% 40% 45% 26% within London During 39% 45% 41% 52% 12% Pre 50% 34% 44% 27% Train travel 10% During 30% 47% 36% 31% 8% Airport Pre 53% 50% 52% 36% 6% 6% transfer During 33% 29% 31% 29% Pre 49% 42% 46% 24% 4% Coach travel 3% During 31% 36% 33% 25% 2% 1% 1% Pre 50% 48% 49% 27% 0% Car hire 0% During 29% 42% 33% 15% Holiday VFR All journey purposes Flights within Pre 51% 58% 54% 28% GCC All markets the UK During 20% 23% 21% 9%
International Passenger Survey by ONS, VisitBritain/IPSOS 2016, base: visitors; *To be defined as a package, a holiday must be sold at an inclusive price covering both fares to and from the UK and the cost of at least some accommodation. Neither the respondent nor the travel agent from whom the package was bought will know how much of the inclusive price is accounted for by fares or by accommodation.
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1.2 Visitor demographics
Visitor characteristics • There are more men than women visiting the UK from the GCC for all types of visits, except for visiting friends and relatives (VFR) for which numbers are similar. • Visitors from the Gulf markets are younger than the average: there are only a handful of visitors over 65 years 31% old (1% of all visits in 2016), and 42% are under 35 of GCC visits were made by (compared to 38% from all markets). UK expats in 2016 • In 2016 almost 1-in-2 visits from the GCC were made by a UAE resident (47% of all GCC visits). Saudi Arabia accounted for 20%, Kuwait 14%, and Qatar 11%. Over two thirds of visits from the UAE are made by Dubai residents, and a similar share of Saudi Arabian visits are made by residents of Riyadh City and Jeddah. • Among GCC residents visiting the UK, the proportion who are UK expats is very high in the UAE (almost 1 in 2), but also in Qatar and Bahrain. The proportion of nationals vs. expats by market has an impact on trip characteristics. • 9-in-10 staying holiday visitors from the GCC are ‘very’ or ‘extremely’ likely to recommend visiting Britain.
Source: International Passenger Survey by ONS, CAA 2016
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1.2 Visitor demographics: gender and age groups
Visitor demographics (2016): Age group trend gender ratio of visits from the GCC: 40% women, 60% men 250 229 Women (% share of visits by journey purpose) 214 200 56% 60% 51% 50% 36% 40% 158 20% 20% 150 20%
0% Business Holiday VFR
100 Visits (000s)Visits GCC All markets
Men (share of visits by journey purpose) 61 50 53 100% 52 80% 80% 80% 64% 9 49% 50% 60% 44% 0 0 40% 20% 0% 0 -15 16-24 25-34 Business Holiday VFR 35-44 45-54 55-64 GCC All markets 65+ Not Known Source: International Passenger Survey by ONS
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1.2 Visitor demographics: nationalities
Visitor demographics: visits from GCC residents Average spend per visit per by nationality* (2014-2016) nationality group (2014-2016) Share of visits Nationals Other Other UK Other GCC nationals Other nationalities for… GCC Middle East nationals nationalities (inc. UK) Bahrain 48% 3% 3% 30% 17% £2,721 £1,356 Kuwait 85% 0% 3% 5% 6% £3,289 £1,468 Oman 60% 1% 4% 24% 12% £1,840 £1,005 Qatar 42% 1% 6% 34% 17% £3,273 £1,225 Saudi Arabia 68% 1% 2% 17% 12% £3,467 £1,593 UAE 17% 1% 4% 48% 29% £2,716 £1,260 GCC 44% 1% 4% 32% 19% £3,129 £1,299
• Data on inbound visits to the UK by market usually refers to the country of residence of the visitor. Here we look at the nationality of GCC visitors. • The UAE is the only GCC country from which there were more UK expats visiting the UK than GCC nationals. However, there were more expats in general visiting than GCC nationals from Qatar. For Kuwait, Oman and Saudi Arabia, GCC nationals account for a high proportion of visits to the UK. • Across all the GCC, GCC nationals are the group that stayed the longest and spent the most on average per visit. • Almost 1-in-3 visits from the GCC were made by a UK expat in 2014-2016. • The UK expats who reside in Bahrain, Qatar and UAE are likely to stay longer than others.
Source: International Passenger Survey by ONS; * ‚other Middle East‘ nationalities include Iran, Iraq, Israel, Jordan, Lebanon, Syria, and Yemen, Other Middle East, and Egypt
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1.2 Visitor demographics: origin Kuwait Bahrain 14% 4% Qatar Origin of visits to the UK 11% • In 2016 about 1-in-2 visits from the GCC to the UK was made by an UAE resident, and 1-in-5 by a Saudi UAE resident. 47% • Within Saudi Arabia, most visitors came from Jeddah and Riyadh city. Saudi Arabia Most UAE visits usually come from 20% Dubai, followed by Abu Dhabi (67% and 15% respectively). Oman 5% Visits in 000s | % share of visits
High Medium Low
Source: International Passenger Survey by ONS, 2016 (UAE), 2010 (Saudi Arabia)
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1.2 Visitor demographics: welcome and recommending Britain
Feeling of ‘welcome’ in Britain Likelihood to recommend Britain
60% 60% 55% 51% 49% 50% 50% 45% 45%
39% 39% 40% 40%
29% 30% 30%
20% 16% 20% 12% 10% 9% 10% 10%
1% 0% 0% 0% 0% 1% 0% 0% 0% 0% Extremely Very Quite Not very Not at all Extremely Very likely Quite likely Not very Not at all welcome welcome welcome welcome welcome likely likely likely
GCC All markets GCC All markets
Source: CAA 2016
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1.3 Britain and competitors
Market size, share and growth potential • Over two thirds of international visits from the GCC individual markets are made to another GCC destination (68% in 2016). • Britain is the most visited destination in Western Europe. For the UAE and Qatar, it is the most visited country outside of the GCC. For Bahrain, Oman and Britain GCC overall it is the second-most visited destination st outside of the Gulf region (after Turkey from Bahrain ranks 1 and from the GCC in total, and after India from among GCC outbound destinations by volume in Oman). Western Europe • Turkey is Britain’s main competitor in Europe: it has more cultural similarities with the GCC markets that can reassure visitors from those markets. • Looking forward, visits to the UK are forecast to grow moderately following strong growth over the last several years. However, the market share of the UK in the GCC outbound visits’ destinations is forecast to decrease slightly between 2016 and 2021.
Source: Oxford Economics, Middle East includes the GCC, Iran, Iraq, Israel, Jordan, Lebanon, Syria, and Yemen, Other Middle East, and Egypt
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1.3 Britain and competitors
Britain’s market share of total GCC Historic and potential visits to Britain (000s) outbound visits among competitor set
900 33% Turkey 30% 830 15% 800 26% United Kingdom 28% 700 35% 15% 600 United States 17% 19% 500 11% Switzerland 12% 9% 400 8% Malaysia 7% 300 12% 3% 200 Canada 3% 4% 100 3% Australia 3% 5% 0
0% 10% 20% 30% 40%
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2021 2016 2011
Source: Oxford Economics, based on overnight visit
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1.3 Britain and competitors
Britain’s market share of total GCC Historic and potential visits to Britain by market outbound visits compared to other in share of total outbound visits (%) destinations (2016) 1.7% Other Bahrain 1.7% 1.1% destinations, 2.0% Kuwait 2.8% 10% 1.9% 1.4% Oman 1.9% Other Europe, 1.5% 10% 2.9% Qatar 5.8% UK, 4% 5.1% 1.9% Intra GCC, Saudi Arabia 1.6% 68% 1.6% Other Middle East, 8.2% 9% UAE 11.5% 7.9%
3.1% GCC (overall) 3.6% 2.8% 0% 5% 10% 15%
2011 2016 2021
Source: Oxford Economics, based on overnight visit, Other Middle East includes Iran, Iraq, Israel, Jordan, Lebanon, Syria, and Yemen, Other Middle East, and Egypt
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1.4 Inbound activities
Inbound Britain activities • Among Gulf visitors, dining in restaurants is the most popular activity, followed by going shopping and visiting parks and gardens. Socialising with locals and sightseeing famous monuments/ buildings also often feature in visits from the GCC to the UK. • GCC travellers tend to be city dwellers: they are more likely to dine in restaurants, and visit parks and gardens than the all- market average visitor to Britain. • However, GCC holidaymakers are less likely than the average holiday visitor to museums and galleries, or other built heritage sites when they are in Britain. • They are more likely to shop for personal items (clothes, perfumes, jewellery, and other accessories). Football is the sport they would more likely watch live in Britain. Source: International Passenger Survey by ONS, rankings based on 2006-2016 data
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1.4 Inbound activities
Propensity to visit museums and Propensity to visit built heritage sites galleries
11% 16% VFR: visited religious buildings VFR 18% 23% 14% VFR: visited castles/historic houses 23% 39% Holiday 19% 48% Holiday: visited religious buildings 35%
34% 7% Holiday: visited castles/historic houses Business 48% 6% All journey purposes: visited religious 14% buildings 20% All journey 25% purposes 28% All journey purposes: visited 22% castles/historic houses 28% 0% 20% 40% 60% 0% 20% 40% 60% GCC All markets GCC All markets
Source: International Passenger Survey by ONS 2016
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1.4 Inbound activities
Propensity to attend the performing arts Number who went to watch live sports during trip from the GCC to the UK (000s)
All journey purposes: Went to the 10% theatre/musical/opera/ballet Football 16.8 9%
6% VFR: Went to the theatre/musical/opera/ballet Horse racing 1.7 8%
Business: Went to the 5% theatre/musical/opera/ballet Rugby 1.0 2%
Holiday: Went to the 15% theatre/musical/opera/ballet Cricket 0.4 14%
0% 10% 20% 0 5 10 15 20 GCC All markets
Source: International Passenger Survey by ONS 2011 and 2016
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1.4 Inbound activities
Propensity to go for a walk or cycle Propensity to visit a park or garden
Holiday: Walking along the coast 10% 11% VFR: Visiting 30% parks or Holiday: Cycling 1% 2% gardens 32%
Holiday: Walking in the countryside 30% 26% Holiday: 53% VFR: Walking along the coast 14% Visiting parks 11% or gardens 50% VFR: Cycling 4% 2% Business: 15% VFR: Walking in the countryside 31% 28% Visiting parks or gardens 7% All journey purposes: Walking along the coast 9% 8% All journey All journey purposes: Cycling 2% 37% 1% purposes: Visiting parks 32% All journey purposes: Walking in the 24% or gardens countryside 20% 0% 20% 40% 0% 20% 40% 60%
GCC All markets GCC All markets
Source: International Passenger Survey by ONS 2007, 2010 and 2016
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1.4 Inbound activities
Propensity to go to restaurants, go to Propensity to purchase selected items (%) pubs, and socialise with locals
41% 73% Clothes or Shoes 65% VFR: dining in restaurants 62% 10% Personal accessories e.g. jewellery 24% 9% 59% Bags, purses etc 32% VFR: socialising with the locals 50% 12% Cosmetics or toiletries e.g. perfume 34% 13% 76% Books or stationery 19% Holiday: dining in restaurants 70% 9% Games, toys or gifts for children 22% 24% 33% Food or drink 21% Holiday: socialising with the locals 36% 5% CDs, DVDs, computer games etc 11% 3% 72% Electrical or electronic items e.g. camera 7% All journey purposes: dining in restaurants 61% Items for your home e.g. furnishing 3% 4% 16% 36% Other holiday souvenir (not mentioned above) 12% All journey purposes: socialising with the locals 34% 38% None of these 23% 0% 50% 100% 0% 20% 40% 60% All markets GCC GCC All markets
Source: International Passenger Survey by ONS 2007, 2008, 2011 and 2013
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Chapter 2: Understanding the market
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2.Understanding the market
Chapter summary The British • All GCC countries are monarchies with a strong Arab heritage and culture although most markets’ populations have a high proportion of immigrants. As climate and these migrants and expats come from a diverse range of Western countries vibrant cities and South Asia, English is commonly used, and is also quite important in the are key reasons why media landscape, alongside the Pan-Arab TV channels. Saudis and Emiratis choose to visit the UK • The population is quite young and so social media are very popular. Mobile technologies are also important. • Trust is important in the Gulf culture. Recommendations from friends and relatives, or people whose opinions they know and trust, like social media influencers, are key sources of influence in the market, when choosing their holiday destination. • Destionation choice can be made quite late as the Gulf travellers usually have shorter lead-in times than most other markets. • As a key luxury market, wealthy Gulf travellers would look for luxury hotels or stately homes to stay at, offering high-standards of services, ensuring their privacy and the personalisation they look for. Shopping and authenticity are important to them. London will be the British destination they would more likely associate with a luxury holiday.
Source: VisitBritain/IPSOS 2016, CIA World Factbook, Oxford Economics, VB/Kantar Millward Brown 2017 research
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2.1 Structural drivers
Demographics & society • All GCC countries are monarchies. Most took their present day form in the 20th International century. Saudi Arabia unified its kingdom in 1932, with an absolute monarchy migrants ruling 13 provinces. The UAE became a federation of monarchies in the 1970’s, account for with 6 original states, and a further 7th joining afterwards. Both Kuwait and Bahrain used to be British protectorates until 1961 and 1971 respectively, with about half constitutional monarchies assuming power. Oman and Qatar were organised as of the GCC absolute monarchies earlier: the Omani’s 11 governorates reaching their population independence from Portuguese domination in 1650, and Qatar’s Al Thani family ruling over its 8 municipalities since the mid-1800s. • Many differences still exist in the area. For example, while most of their GDPs are reliant on oil and natural gas, the UAE has since longed diversified its economy and others have started to do so too. • They all share the same official language, Arabic, and the same majoritarian religion, Islam, with the two most holy Muslim cities sited on Saudi territory. However, immigrants from Asia, Africa and Europe account for about half of the GCC population on average, which means that English is widely spoken. • The population in the GCC countries is usually concentrated in and around the main cities: residents of urban areas account for 79% of Omanis, 84% of Saudis, 86% of Emiratis, 90% of Bahrainis, 98% of Kuwaitis, and 99% of Qataris (compared to 83% for the UK residents).
Source: Oxford Economics, CIA World Factbook 2017
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2.1 Structural drivers: population indicators
Population dynamics
Measure – 2017 estimates Bahrain Kuwait Oman Qatar Saudi UAE (unless otherwise stated) Arabia Total population (m) 1.3 4.1 4.6 2.6 32.8 9.4 Median age (years) 32.3 29.3 25.6 33.2 27.5 30.3 Population growth rate between 7.7 8.3 16.1 10.8 8.9 6.8 2017-2022 (%) Proportion of international migrants 48.4 75.5 44.7 65.2 37.0 88.4 (% of total population)
• Saudi Arabia is the most populated country among the GCC: 3-in-5 Gulf inhabitants are Saudi. • Over half of the inhabitants of the UAE, Kuwait and Qatar are expats. • Gulf residents are relatively young on average: median ages rank between 25.6 in Oman and 33.2 years old in Qatar, compared to 40.5 in the UK. • Overall the Middle East was the 4th largest world region in volume of HNWIs* in 2016, behind Asia Pacific, North America and Europe. Individually, Saudi Arabia and Kuwait feature in the top 25 source markets by volume of HNWIs, ranking 16th with 176,000 HNWIs and 18th with 159,000 HNWIs respectively in 2016. Kuwait is the second- fastest growing HNWI source market by volume and value since 2010, just after China.
Source: Oxford Economics, CIA World Factbook 2017, UN Migration report 2017 Highlights, Capgemini World Wealth Report 2017 *HNWIs: stands for High Net Worth Individuals, people whose liquid assets are worth US$1m or over
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2.1 Structural drivers: economic indicators
Economic indicators (% growth unless stated)
Measure – 2017 estimates Bahrain Kuwait Oman Qatar Saudi UAE Arabia Real GDP yearly growth rate (%) 2.6 -1.7 0.2 1.3 -0.7 1.7 Petroleum production (barrels/day) 190.2 2,707.0 977.1 612.6 9,900.0 2,921.1
Measure – 2018 estimates Bahrain Kuwait Oman Qatar Saudi UAE Arabia Real GDP yearly growth rate (%) 2.1 2.4 3.6 3.1 2.0 2.6 Petroleum production (barrels/day) 190.2 2,720.0 980.4 634.6 9,800.0 3,038.0
Measure – 2019 estimates Bahrain Kuwait Oman Qatar Saudi UAE Arabia Real GDP yearly growth rate (%) 2.8 5.0 2.9 3.4 2.8 4.1 Petroleum production (barrels/day) 192.1 2,877.8 972.9 637.8 10,150.0 3,235.4
Source: Oxford Economics
35 Market and Trade Profile GCC
2.1 Structural drivers: general market overview
General market conditions
• Considering all 6 GCC countries together, the Gulf • Qatar’s GDP per capita is amongst the highest in the world. market would rank as Britain’s 15th largest source UAE’s is comparable to the Western European average. market in terms of visits, and 3rd most valuable, as Oman’s is closer to that of a middle income economy. of 2016*. • While not all GCC markets were in recession in 2017, all • Despite diversification of the Gulf countries’ economies were affected by weak oil and gas prices. economies in the last few years, overall the GDP of • Lower than expected performances in non-oil, non-gas the Gulf region remains dependent on oil and gas. sectors in Kuwait and Oman, for example, did not help to improve 2017’s GDP results. GDP per capita • With the most diversified exports among the GCC, UAE and Market GDP per capita Bahrain were the two countries with the biggest real GDP (nominal, US$), 2017 growth rates in 2017. • Despite the risks that have recently arisen in the wake of the Bahrain $26,022 crisis between Qatar and Saudi Arabia, forecasts for most Kuwait $28,560 markets are more optimistic for 2018. This is partly due to increasing government investments, as the GCC still Oman $15,216 includes over 650 state-owned companies. Qatar $63,337 • In Saudi Arabia a new plan outlines measures to diversify Saudi Arabia $20,837 their economy and open the country more by 2030. UAE $39,310
Source: International Passenger Survey by ONS, Oxford Economics, CIA World Factbook 2017 *If considered as a single market
36 Market and Trade Profile GCC
2.1 Structural drivers: exchange rate trends
Exchange rate trends (cost of GBP in SAR and AED)
8.0
Saudi Riyal 7.5 UAE Dirham 7.0
6.5
6.0
5.5
5.0
4.5
4.0 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
Please find the most up-to-date exchange rate trend based on monthly averages at visitbritain.org/visitor-economy-facts.
Source: Bank of England
37 Market and Trade Profile GCC
2.2 Consumer trends
• When looking at Gulf nationals, it is important to keep in mind the differences between the markets and their cultures. • Family life is important in these countries and it is a frequent desire to spend more time with one’s family. Religious values are also important. These will influence the way they will travel. 86% • Recently some destinations of similar culture, such as Turkey, the Maghreb or South East Asian countries, have seen more visits from of Gulf luxury travellers Gulf markets. They are destinations matching their values and have Britain on their offering them what they need for a family holiday, relaxation and bucket list activities. • The Gulf market is a key luxury travel market. Britain is well- regarded and a majority of wealthy Saudis and Emiratis choose Britain among the places they would definitely like to visit. Luxury travellers tend to consider London and Scotland as places where they could get the privacy and high level of attention and service they demand. Britain is also perceived as a good shopping destination for them, which is another key aspect of luxury holidays. • With the implementation of VAT and the Saudi Vision 2030 projects some changes in consumer trends in the Gulf markets may be expected.
Sources: VB/Kantar Millward Brown 2017 research, Oxford Economics
38 Market and Trade Profile GCC
2.2 Consumer trends: motivation and attitudes to holidays
Focus on Saudi travellers Average number of people per household in the GCC in 2016 • Looking at the Saudi market can help get a better understanding of what going on holiday means for international travellers in the GCC. 8.0 6.3 • Saudi travellers often go abroad: 47% of the respondents to our survey do 5.9 5.8 5.3 5.6 so at least once a year, and 40% say to do so at least once every six months. 2.3 • Travelling among friends or groups will generally be composed of either exclusively men or exclusively women. Groups of men will often look for an Bahrain Kuwait Oman Qatar Saudi UAE* UK adventure holiday, watching live sports (football in particular), or doing Arabia something active. Groups of women would usually look for more indulging activities, like relaxing in a spa, going shopping. Both will appreciate fine dining options. Groups of Saudi millennials are more likely to have visited Wales than other groups of respondents, for example. • Family is very important in the Gulf markets, and so most holidays are made together with partners and children: in Saudi Arabia, respondents to our survey in 2016 said 72% of their past trips were taken as a family, and 77% of future ones would be as well. • Overall perceptions of the UK among Saudi travellers are very positive: 93% had previously visited Britain/London. The British climate and beautiful landscapes are key motivators, as is its history. It is seen as the perfect destination for a European luxury holiday.
Source: 2016 VB/Radius study on Saudi international travellers, the UN’s Household Size and Composition Around the World 2017, *ArcGIS, based on data from Michael Bauer Research, 2016
39 Market and Trade Profile GCC
2.2 Consumer trends: motivation and attitudes to holidays
Focus on Gulf luxury travellers • In 2017 VB commissioned Kantar Millward Brown to investigate the motivation and attitudes to holidays 86% of international luxury travellers, including Mass Affluent* and HNWIs** from Saudi Arabia and the UAE. have Britain on • If the USA and the UK are top of their mind in terms of considered destinations for a luxury holidays, their bucket list Spain and the Caribbean also rank high, as the weather is a key factor for choosing a destination. They may need reassurance on visa procedures. • The UK is seen mostly as comfortable, historical and relaxing. London and Scotland stand out as 47% potential luxury destinations in Britain. One-in-two would like to attend The Championships Wimbledon. think ‘historical’ best • Those travellers want to feel relaxed and unique when they go on holidays: more so than other markets, describes Britain Gulf luxury travellers are looking for personal, high-standard, exclusive services. Top attribute defining a luxury holiday for them is to have a ‘relaxing and hassle-free experience’, with HNWIs quoting ‘VIP London appeals to treatment and excellent service’ at every touchpoint first. Accommodation is the most important element 72% of their trip and special attention should be given to it. Privacy is key. While in the UK, those travellers as a British luxury are looking for a luxury hotel or stately homes where to stay. They would also appreciate lush dining destination experiences, preferring Michelin-starred restaurants, and shopping is a must, with brands such as Rolls Royce, Harrods, Aston Martin, the Claridge’s, Wimbledon or the Chelsea stadium being well-known. • About three-in-four respondents would look to get ‘tailor-made itinerary’ and ‘authentic experiences’, both essential parts of their luxury holidays. Most important for them is to go at their own rhythm, 62% experiencing what matches their own interests at destinations, in an exclusive way, and at a pace that think Britain can meet would suit them. They would even prefer to book experiences once at destination, rather than before. their ‘shopping needs’ • Word-of-mouth is key in terms of influences, and planning a holiday is exciting for most. Booking though is done quite late, slightly ahead of the general market trend though as they want to make sure they will have access to the right transport and accommodation options, preferring to packages to booking all trip 49% elements separately. Luxury travel agents are appreciated for booking, liaising with them mostly over the would dine at a phone through their assistant. Online self-booking are more common among the mass affluent group. Michelin-star or award- • Only 51% would travel alone, they prefer to travel with their partner, friends and other family members. wining restaurant during their luxury holiday Source: VB/Kantar Millward Brown 2017 research * Mass Affluent are people with liquid assets valued over $150,000, but below $1 million; ** HNWIs are people with liquid assets valued over $1 million. 40 Market and Trade Profile GCC
2.2 Consumer trends: different attitudes towards luxury
United Arab Emirates: mature and aspirational market Saudi Arabia: emerging and passive market • The UAE market has a ‘luxury mall’ culture. • With the latest developments in the country, and more • They are familiar with the luxury brands, especially with opening than ever, the luxury consumer is changing as the traditional European brands the market opens up. • They know what they want, they are into design and the • Most Saudis are looking for something unique. latest trends. Most young Emiratis want a brand that is • However, they still shop within a limited set of brands visible, it is about making their social status recognised. and require guidance and support from the sales staff.
• Emirati luxury travellers are more likely than the Saudi • Saudi luxury travellers are more likely than the Emirati ones to visit the UK because of the British fashion and car ones to visit the UK because of the world-famous brands (81% vs 73%, and 81% vs 78% respectively). British brands of shopping experiences, such as • They would also be more likely to buy clothing than Harrods (73% vs 68% respectively), or hotels and Saudis. sports venues (68% vs 66%, and 76% vs 73% • Overall shopping would be more important to the Emiratis respectively). when they go on holidays than it would be to the Saudi • Overall Saudi travellers prefer to go shopping where a holidaymakers. They would prefer to visit the flagship personal shopping experience is offered, or the local stores of the brands they like (56%). luxury department stores (65% and 59% respectively). Kuwait: mature and assertive market Qatar: mature and following market • Kuwaitis are familiar with brands and like to indulge. • Qataris are also quite familiar with luxury brands. • They know what they want. They have no problem • However, similarly to the Saudis, they appreciate some choosing a brand simply because they like it. support and guidance and would follow advice from others. Source: The Chalhoub Group, VB/Kantar Millward Brown 2017 research
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2.2 Consumer trends: latest domestic developments in the GCC
Saudi Arabia: a new vision • In 2015 a new Saudi king was crowned: King Salman bin Abdulaziz Al Saud, custodian of the Two Holy Mosques. • He has recently released Saudi Vision 2030, a plan to reduce Saudi Arabia’s dependence on oil, while diversifying its economy and developing public service sectors. Health, education, infrastructure, recreation and tourism are all sectors that the Saudi Vision 2030 aims at growing by leveraging their culture, values, heritage and role among the Arab States, as well as its links with other world regions. • To do so they want to promote culture and entertainment. A specialised authority has been created in May 2016, investments were made since to develop the first public concert held in over 25 years, and to create a large sports, culture and entertainment complex in Riyadh, as well as a theme park set to open in 2022. Cinemas have also been allowed to open, and women will be able to attend concerts and performances for the celebrations of the 87th anniversary of the Saudi founding. • Women will also be able to drive on their own later this year, and allowed to attend sports events. • To develop tourism Saudi Arabia has launched of a Red Sea luxury resort project, the development of a high-end luxury tourism complex. Saudi Arabia will also start to deliver tourism visa in 2018, enabling people to come to visit, instead of only for business, visiting acquaintances or pilgrimage as it was the case until now. Some domestic airports should welcome their first international routes too. Domestic tourism should also get a boost. • Those infrastructure upgrades will also generate more domestic tourism. Many of the changes proposed by the Saudi Vision 2030 will leave their mark on the Saudi society. A changing trade culture • The GCC States had previously announced the simultaneous introduction of VAT in all six countries. However, this plan has been since revised. • VAT will first be introduced in the Emirati and Saudi economies in 2018, followed by the rest of the GCC countries. As those two countries are the biggest markets, trade flows in the region should not be distorted on VAT implementation. • By signing the VAT Framework Treaty, GCC countries agreed on conditions that should make VAT revenues represent between 0.8% and 1.6% of each countries’ GDP. In the long term it might also impact consumer trends.
Source: Saudi Vision 2030, Deloitte report on ‘VAT in the Gulf Countries, Thinking ahead’, February 2017
42 Market and Trade Profile GCC
2.3 Booking and planning
• We will now look at the booking and planning patterns for international holidays for nationals of the two biggest outbound markets in the Gulf, Saudi Arabia and UAE, which will give us an idea of the overall trends , for the Gulf. Word-of-mouth • Overall, Gulf markets tend to have a short lead-in times in planning and price comparison booking their holidays. For example, about 12% of Saudi and Emirati and travellers decided to visit Britain within a month of their trip, while only social media are the leading influences for 7% did so on average across 20 source markets. Gulf • Booking is often left to the last minute: 35% of Gulf visitors booked their travellers to choose trip to Britain within a month of visiting, which compares to 21% for the their next destination global average. • While Gulf international travellers are usually quite tech-savvy, they are also more likely than average to pick up their phone or make a face-to- face booking to visit Britain. • Broadcast media are still quite controlled by the state across the area, with two media free-zones in Abu Dhabi and Dubai. Al-Jazeera in Qatar also claims editorial independence and is a world-famous Arabic news channel. Shows in Arabic, such as those shot in Turkey, are also very popular amongst GCC nationals.
Source: VisitBritain/IPSOS 2016. Gulf/GCC data in Section 2.3 refers to an average of Saudi Arabia and UAE.
43 Market and Trade Profile GCC
2.3 Booking and planning: booking channels and ticket sales
How trips to Britain were booked Propensity to make a purchase before or during trip Saudi UAE GCC All 100% 0% 5% 1% 5% Arabia markets 90% 20% 17% Pre 46% 32% 41% 30% 80% 29% Don’t know Theatre/ Musical/ 70% 11% Concert tickets During 27% 45% 34% 23% 31% Did not book – stayed 60% with friends / relatives Pre 43% 44% 44% 24% 24% By phone Sporting event tickets 50% During 18% 40% 26% 11% 40% Face to face Pre 50% 51% 51% 28% 30% 66% Guided sightseeing 48% tours in London 20% 43% Online During 26% 30% 27% 22% 10% Guided sightseeing Pre 49% 38% 45% 28% 0% tours outside London During 29% 39% 32% 19% Travel Accommodation Holiday (travel and Tickets/ passes for other Pre 49% 34% 44% 30% accommodation) tourist attractions During 28% 34% 36% 41% • Booking online is less common in the GCC than in many other markets. Only two thirds of transport bookings, when booked • Overall, Saudi and Emirati visitors are more likely to have independently from accommodation, were made online, purchased activities to undertake in the UK than the global compared to the all-market average, 85%. average. They are also more likely to buy them in advance of • GCC visitors are also more likely to book a holiday the trip rather than during their stay in the UK. (accommodation and travel together) face-to-face or over the • 74% of visitors from Saudi Arabia and the UAE say they like to phone than the global average (31% vs 26% and 20% vs 8% carefully plan their holidays before they leave. However, 63% of respectively). visitors from these markets also say that they like to be spontaneous and decide on some itinerary details at the last Source: VisitBritain/IPSOS 2016, base: visitors (online survey) minute.
44 Market and Trade Profile GCC
2.3 Booking and planning: lead-times
Decision lead-time for visiting Britain Saudi UAE GCC All markets • Overall, visitors from Saudi Arabia and the UAE tend to Arabia have shorter lead-in times than most markets. 6+ months 37% 44% 39% 45% • UAE visitors start thinking about their trip to Britain even 3-6 months 35% 30% 33% 31% Starting to later than those from Saudi Arabia: 10% and 6% think about 1-2 months 15% 14% 14% 13% trip respectively started to think about their trip within a month Less than 1 month 6% 10% 7% 5% of their departure date. Don’t know 7% 2% 6% 3% • Gulf visitors also decided on their destination later than 6+ months 15% 16% 15% 32% most markets: while 32% across all markets decided to visit 3-6 months 39% 46% 42% 38% Deciding on the 1-2 months 26% 20% 24% 19% Britain 6 months or more in advance of their trips, only 15% destination Less than 1 month 12% 14% 12% 7% of Saudi and Emirati visitors did so in the same timeframe. Don’t know 8% 4% 7% 3% • Over a third of them looked at options and prices only 1-2 6+ months 9% 11% 10% 21% months before their trips, and over 1-in-5 visitors from the 3-6 months 28% 23% 26% 37% UAE or Saudi Arabia did so in the month of departure itself Looking at options/ 1-2 months 35% 36% 35% 27% (compared to 27% and 12% respectively for the all-market prices Less than 1 month 20% 25% 22% 12% average). Don’t know 8% 5% 7% 4% • Finally, over a third of bookings to Britain were made by 6+ months 7% 9% 8% 14% Saudi and Emirati visitors within a month of their trip or less, 3-6 months 22% 9% 18% 32% against 21% on average for previous visitors across all Booking the 1-2 months 27% 20% 25% 28% trip markets. Less than 1 month 34% 38% 35% 21% • Visitors from Saudi Arabia and the UAE are also more likely Don’t know 10% 24% 15% 5% to book transport and accommodation, when these Source: VisitBritain/IPSOS 2016, base: visitors from Saudi Arabia and UAE altogether elements are booked separately, through an intermediary compared to visitors from most other markets. 45 Market and Trade Profile GCC
2.4 Reaching the consumer
• Mobile internet and social media are the two most useful channels to reach out to the GCC audience. They both are very effective platforms, especially leveraging the social media influencers as trust and recommendations are essential in those markets. • However, broadcast media is still important, with television being the second most important way to reach out to the GCC consumers. Digitalisation Morning shows on the Pan-Arab TV channels are especially well of content is key as followed. newspapers, magazines, • Other traditional media have changed: GCC nationals are more and radio are often read, and more likely to consume music, news and even video content online. listened to online, and • Newspapers and magazines have not disappeared, however. They even on mobile just reach their audience now with the help of their website and other mobile apps and social media accounts. • Both media and companies have recognised the importance of the social media, and especially Facebook, Twitter and Instagram, as well as YouTube, which are often used to promote brands in the region and spread news.
Source: 2017 Media Use in the Middle East Research is Northwestern University in Qatar, Statista, McKinsey’s Digital Middle East: Transforming the region into a leading digital economy, October 2016
46 Market and Trade Profile GCC
2.4 Reaching the consumer: overview of the media landscape
Use and trends Internet penetration rate • Media in both English and Arabic are widely available and consumed. 60% • The Internet penetration rate is higher in the GCC than on average worldwide. According to the CIA World Fact Book, 70% of the Omani population were 40% Internet users as of July 2016, 74% of Saudis, 78% of Kuwaitis, 91% of Emiratis, 94% of Qataris, and 98% of Bahrainis. 20% • With such high and growing penetration rate, the Internet is widely used across GCC markets. According to McKinsey, Bahrain, Qatar and the UAE are defined 0% as highly digitalised consumer markets, Kuwait and Saudi Arabia are at a more 2009 2012 2017 average level, and Oman digitalisation is still a bit low for the region. • Content that used to be on more traditional media are often now read, watched Middle East Global average or listened to online. For example, over half of Qataris (58%), 8-in-10 Saudis, and 9-in-10 Emiratis get news on their phones daily. • Overall, radios in the GCC markets has the lowest range and reach for Media consumption in English promoting a destination. Print still has some reach within the market, but its audience is mainly subscribers. Mobile and desktop digital versions of the same 41% publications usually get maximum reach, so it essential to shift from print to Qatar 24% 20% digital when thinking of addressing the Gulf markets. 13% • As there is a range of Pan-Arab TV channels with popular morning shows, Saudi 8% television is still important, and would be the second most important media to Arabia 4% reach out to travellers in the GCC. • However, almost all broadcasts in the GCC are either state-run or controlled by 37% the states. Only Dubai and Abu Dhabi are free-media zones. The Qatari Al- UAE 24% 16% Jazeera also claims editorial independence and is a world-famous Arabic news channel. Trust in media content varies across the markets and is a key issue in Use online Listen to TV programmes Read print material this region. Source: CIA World Fact Book, 2017 Media Use in the Middle East Research is Northwestern University in Qatar, Statista, McKinsey’s Digital Middle East: Transforming the region into a leading digital economy, October 2016 47 Market and Trade Profile GCC
2.4 Reaching the consumer: online or traditional media?
• TV is still a very popular media in the GCC, Watching films TV Watching TV programmes daily Online with most films and TV programmes being 86% Cinema watched on TV rather than online. However, 2014 2016 75% in Saudi Arabia and Qatar, daily TV 55% 54% 70% 49% watching has declined in recent years. 65% 65% 62% 36% 38% 36% Those three markets watch mainly films 49% produced in the wider Arab world, followed 41% UAE Saudi Arabia* Qatar by US productions and then movies from their own country. Many would also listen to UAE Saudi Arabia Qatar Listening to music programmes in a language other than Arabic TV Radio – 49% of Saudi nationals, 46% of Emiratis 82% Phone and 42% of Qataris. 64% 53% 41% 44% • Nowadays, Emirati, Saudi and Qatari 31% 33% 27% 20% nationals are more likely to be listening to music on their phone rather than on the UAE Saudi Arabia Qatar radio or on the TV. Consult news daily Read newspapers daily Online • In 2016 fewer nationals in Qatar, the UAE 2014 2016 Printed newpapers and Saudi Arabia read their newspapers 47% 42% daily compared to 2014. Checking news 39% 36% 32% 32% 29% online every day is now more common than 25% reading news on printed material. Most print 25% 18% 20% 18% publications across the GCC also have an
UAE Saudi Arabia Qatar online version, a dedicated website where UAE Saudi Arabia Qatar news is updated more frequently.
Source: 2017 Media Use in the Middle East Research is Northwestern University in Qatar, MidEastMedia.org (nationals only) * There was no official cinema theatre in Saudi Arabia until recently. 48 Market and Trade Profile GCC
2.4 Reaching the consumer: main media players
Top travel segment in the Pan Arab broadcast media • Morning shows on MBC and Al-Arabiya TV are particularly popular. MBC is one of the market leaders in all general entertainment, news, movies, kids and drama across the Middle East, with people watching it from Morocco to Iraq daily. • Saudi Arabia is usually the largest advertising market in the region. • Some local Dubai TV channels have become very popular in the UAE, such as Emirates 24/7, a weekly news programme integrated with a website, and Studio One, a daily lifestyle show in English, on Dubai One. Newspapers and magazines across the Gulf region • Trust and reputation is a key factor of choice for reading a magazine and newspapers. • There are two pan-Arab, Arabic-language newspapers – Al Hayat and Al Sharq Alawsat (both of which are published in the UK) – which have a strong influence in the wider Arab world, and are regarded for a high standard of reporting and features on Arab issues. Currently, there are no pan-Arab English language newspapers; however, the UAE’s English dailies are available in most Middle East countries and their content is considered among the most reputable in the region. • Most newspapers in the region have their own online edition, such as Gulf News and The National. Many new trade-specific portals are coming online, including www.hoteliermiddleeast.com, which has quickly gained popularity for reporting breaking travel and tourism news before appearing in its monthly publications. • Main publishing companies in the area are Motivate, ITP Publishing and the Corporate Publishing International (CPI): • CPI has published magazines and guides across the GCC since 1987. Lonely Planet is one of its most reputable titles. It has launched a special monthly magazine for the region: Lonely Planet Traveller Middle East. • Under the consumer magazines English section, ITP launched Cosmopolitan Middle East magazine, and Time Out Dubai. ITP Publishing was founded in 1987 in the UK and now publishes more than 75 weekly and monthly magazines in both English and Arabic. It also includes the in-flight magazine of Etihad Airways. ITP has a dominant position in the Middle East media industry. • Motivate was founded in 1979 with the launch of What's On, the first magazine in the Gulf and still one of the biggest-selling in the region. The region’s most successful titles include Emirates Woman, Gulf Business and Identity magazines. Besides a wide range of magazines, the company publishes books on topics related to the heritage of the Gulf, as well as travel and city guides and children's titles. “good” magazine, launched in 2013, is a title targeted at the expatriate community to encompass all elements of life in the UAE. The publication’s 4 central pillars of value, food, ideas, and living aim to make expatriates’ lives easier. As well as print, good will also exist online through social media and radio. • The Arabic version of National Geographic, Business Traveller magazine, the leading magazine for the frequent business traveller, and the luxury travel expert Condé Nast Traveller Middle East are other magazines of interest for travel trends in the region. 49 Market and Trade Profile GCC
2.4 Reaching the consumer: mobile technologies and social media
Mobile Smartphone adoption rate (Q2 2015) • Mobile internet and social media channels play a significant role in reaching 83% 83% 70% international travellers in the Gulf, and social media is one of the most efficient 63% 58% platforms to do so. 52% 41% • All six GCC markets have a higher adoption rate than the global average. Tablets 33% are also quite popular. Apps should be optimised for both formats. Social media • Due to restrictions in print press and a large youth population in the Middle East, there is Bahrain Kuwait Oman Qatar Saudi UAE Arab Global enormous scope for online resources like blogs and social media, which have seen strong Arabia States average growth in recent years. average • Facebook, Twitter and Instagram are the most effective media to reach out and send messages. Arabic media’s ‘tool of choice’ is Facebook, with Facebook and Twitter favoured Social media used by market (%) by the English language media. Twitter media celebrities include Sheikh Mohammed and Face- Whats- Insta- You Twitter Catboy (Dubai 92 FM DJ), which has helped grow the number of Twitter users in the UAE. book app gram Tube • Social media influencers also play a useful role, as the GCC audience follow their Bahrain 81% 85% 51% 47% 44% leader or celebrities. The top GCC social media influencers are: 1. Huda Beauty – 24.2 million followers on Instagram Kuwait 75% 84% 43% 41% 43% 2. Joelle Mardinian – 7.3 million followers on Instagram Oman 86% 80% 40% 36% 40% 3. Balqees Fathi – 6.6 million followers on Instagram Qatar 81% 80% 43% 41% 43% 4. Lojain Omran – 5.8 million followers on Instagram Saudi 5. Noha Nabil – 5.0 million followers on Instagram 80% 91% 43% 53% 40% Arabia 6. Abdulaziz Baz – 4.6 million followers on Instagram 7. Ola AlFares – 4.1 million followers on Instagram UAE 90% 82% 56% 51% 50% 8. Aseel Omran – 3.9 million followers on Instagram 9. Taim AlFalasi – 2.4 million followers on Instagram 10. Fouz AlFahad – 2.3 million followers on Instagram
Source: GSMA Intelligence ‘The Mobile Economy, Arab States 2015’, TNS for the Arab Social Media Influencer Summit ‘Arab Social Media Report 2015’, IPT Live Middle East
50 Market and Trade Profile GCC
2.4 Reaching the consumer: influences Influences on destination choice
Influences Saudi Arabia UAE GCC Global total Talking to friends / relatives / colleagues 34% 25% 30% 40% Information from search engines [e.g. Google] 22% 18% 20% 33% Looking at prices of holidays/flights on price comparison websites 27% 24% 26% 31% Websites providing traveller reviews of destinations [e.g. TripAdvisor] 16% 18% 17% 30% An accommodation provider/ hotel website 17% 17% 17% 26% Talking to friends or family in your social network (e.g. via Facebook / Twitter) 27% 23% 25% 26% Travel agent or tour operator website 16% 16% 16% 25% A travel guidebook 23% 19% 22% 25% Travel blogs / forums 19% 14% 17% 22% A special offer or price deal you saw advertised online 23% 18% 21% 19% Travel programme on TV 16% 16% 16% 19% An official tourist organisation website or social media site for the country or destination 17% 23% 19% 18% Travel agent or tour operator brochure 13% 19% 16% 18% An official tourist brochure for the country / city / region 13% 19% 15% 17% Direct advice from a travel agent/tour operator (face-to-face, over the phone) 17% 19% 18% 16% A travel feature / article in a magazine or newspaper 15% 17% 16% 16% A special offer or price deal you saw advertised offline e.g. in a newspaper, magazine or on 19% 24% 21% 15% TV Images / information in online adverts 19% 21% 20% 15% Images or videos your friends or family have posted to social media 23% 17% 21% 15% Travel app 22% 16% 19% 14% Images or videos from a photo/video sharing social network site 22% 24% 23% 14% Articles on an online encyclopaedia e.g. Wikipedia, Wikitravel 15% 17% 16% 12% Images / information in adverts in a magazine or newspaper 15% 18% 17% 12% Images / information in TV adverts 15% 17% 16% 11% Images / information on billboards / poster adverts 15% 18% 16% 9% Seeing social media posts from celebrities talking about their holiday destinations 15% 17% 16% 9% Information in radio adverts 10% 12% 11% 6% Travel programme on radio 12% 11% 12% 6% Source: VisitBritain/IPSOS 2016, base: visitors & considerers from Saudi Arabia and UAE only. Which of the following sources influenced your choice of destination? (Market scores have been adjusted so that the sum of all influences for each market is equivalent to the global total, to enable meaningful comparisons)
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2.5 Perceptions of Britain: Saudi Arabia Holiday wants and % saying destination is best place for…
Importance GB FR IT AU US GE 6.20 Have fun and laughter 29% 46% 37% 29% 24% 15% 6.14 Enjoy the beauty of the landscape 33% 41% 36% 50% 30% 30% 6.01 Enjoy peace & quiet 26% 37% 32% 38% 16% 24% 5.99 Be physically healthier 41% 46% 37% 40% 39% 38% 5.91 See world famous sites and places 51% 60% 54% 27% 43% 34% 5.90 The people are friendly and welcoming 32% 40% 39% 38% 33% 29% 5.87 Soak up the atmosphere 33% 34% 33% 29% 10% 17% 5.86 Explore the place 22% 37% 42% 46% 26% 24% 5.84 Experience things that are new to me 30% 35% 32% 37% 32% 24% 5.84 Feel connected to nature 25% 25% 32% 53% 28% 34% 5.82 Offers good value for money 30% 36% 36% 31% 35% 28% 5.81 Chill/ slow down to a different pace of life 21% 42% 35% 26% 25% 17% 5.81 Have dedicated time with my other half 41% 53% 48% 42% 38% 34% 5.76 Do something the children would really enjoy 38% 46% 37% 41% 48% 33% 5.74 Experience activities/places with a wow factor 34% 48% 44% 33% 42% 28% 5.74 Revisit places of nostalgic importance to me 17% 26% 29% 21% 25% 23% 5.74 A good place to visit at any time of year 34% 44% 41% 37% 40% 30% 5.73 Broaden my mind/ Stimulate my thinking 39% 42% 43% 31% 45% 36% 5.73 It offers unique holiday experiences 39% 51% 49% 44% 42% 33% 5.71 Provides a wide range of holiday experiences 40% 48% 46% 42% 48% 32% 5.69 Easy to get around by public transport 49% 46% 41% 34% 45% 39% 5.64 Enjoy high quality food and drink (gourmet food) 31% 54% 63% 26% 34% 23% 5.61 Enjoy local specialities (food and drink) 34% 56% 63% 26% 40% 26% 5.47 Experience adrenalin filled adventures 24% 40% 27% 36% 34% 28% 5.44 Visit a place with a lot of history/historic sites 40% 48% 49% 20% 19% 31% 5.35 Do what I want when I want spontaneously 28% 16% 28% 17% 46% 13% 5.35 Feel special or spoilt 27% 42% 38% 24% 33% 18% 5.35 Good shopping 32% 40% 44% 22% 44% 26% 5.33 Get off the beaten track 35% 45% 42% 34% 35% 39% 5.25 Fashionable destination 41% 59% 49% 35% 48% 36% 5.23 Do something environmentally sustainable/ green 48% 46% 47% 48% 51% 42% 5.19 Visit places important to my family's history 32% 34% 37% 26% 29% 20% 5.02 Party 38% 46% 31% 28% 42% 19% 4.99 To participate in an active pastime or sport 44% 35% 33% 35% 35% 25% 4.97 Go somewhere that provided lots of laid on entertainment/nightlife 43% 60% 52% 36% 58% 37% 4.84 Meet the locals 66% 29% 25% 29% 29% 6% 4.82 Do something useful like volunteering to help on a project 19% 26% 29% 29% 21% 16% 4.80 Meet and have fun with other tourists 48% 60% 50% 16% 49% 29% 4.79 Get some sun 18% 35% 33% 36% 31% 22% 4.46 Watch a sporting event 53% 31% 59% 24% 26% 36%
Source: VisitBritain/Arkenford 2013
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2.5 Perceptions of Britain: United Arab Emirates Holiday wants and % saying destination is best place for…
Importance GB FR IT AU US GE 6.13 Enjoy the beauty of the landscape 41% 51% 56% 53% 39% 33% 6.09 Have fun and laughter 15% 33% 39% 35% 37% 15% 6.09 Offers good value for money 29% 32% 32% 34% 37% 26% 6.05 See world famous sites and places 47% 57% 58% 33% 45% 32% 5.99 Enjoy peace & quiet 32% 39% 42% 42% 24% 26% 5.96 Do something the children would really enjoy 37% 44% 35% 47% 54% 25% 5.94 Be physically healthier 38% 40% 35% 40% 37% 33% 5.94 The people are friendly and welcoming 33% 34% 38% 39% 39% 26% 5.94 It offers unique holiday experiences 40% 50% 49% 47% 46% 36% 5.93 Feel connected to nature 36% 41% 35% 56% 27% 27% 5.92 Explore the place 37% 33% 44% 41% 42% 17% 5.90 Experience things that are new to me 45% 46% 45% 40% 53% 39% 5.87 Provides a wide range of holiday experiences 41% 47% 45% 46% 54% 30% 5.81 Have dedicated time with my other half 38% 55% 54% 46% 38% 30% 5.80 Broaden my mind/ Stimulate my thinking 32% 42% 43% 35% 41% 30% 5.80 A good place to visit at any time of year 32% 38% 39% 39% 41% 27% 5.73 Easy to get around by public transport 51% 42% 35% 38% 51% 36% 5.71 Experience activities/places with a wow factor 34% 51% 50% 43% 52% 29% 5.68 Enjoy local specialities (food and drink) 24% 54% 62% 30% 34% 22% 5.67 Enjoy high quality food and drink (gourmet food) 33% 49% 55% 32% 41% 15% 5.53 Visit a place with a lot of history/historic sites 54% 50% 58% 23% 32% 37% 5.48 Chill/ slow down to a different pace of life 27% 34% 38% 26% 28% 18% 5.48 Revisit places of nostalgic importance to me 24% 24% 22% 27% 20% 21% 5.39 Do what I want when I want spontaneously 30% 35% 36% 34% 44% 21% 5.39 Do something environmentally sustainable/ green 20% 23% 16% 42% 31% 24% 5.31 Soak up the atmosphere 30% 43% 47% 40% 49% 39% 5.31 Good shopping 38% 42% 35% 28% 52% 31% 5.23 Feel special or spoilt 27% 36% 31% 38% 31% 33% 5.23 Visit places important to my family's history 31% 32% 34% 29% 33% 20% 5.20 Experience adrenalin filled adventures 33% 41% 38% 36% 44% 28% 5.10 Go somewhere that provided lots of laid on entertainment/nightlife 46% 53% 38% 39% 58% 31% 4.93 Party 46% 37% 36% 42% 54% 34% 4.89 Get off the beaten track 34% 39% 26% 27% 33% 26% 4.88 To participate in an active pastime or sport 25% 29% 42% 39% 39% 33% 4.88 Fashionable destination 43% 63% 54% 31% 53% 28% 4.87 Get some sun 28% 43% 40% 49% 38% 25% 4.85 Meet and have fun with other tourists 41% 50% 31% 29% 45% 34% 4.79 Meet the locals 28% 0% 36% 28% 55% 21% 4.75 Do something useful like volunteering to help on a project 32% 38% 33% 21% 26% 25% 4.54 Watch a sporting event 50% 35% 27% 26% 37% 28%
Source: VisitBritain/Arkenford 2013
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2.5 Perceptions of Britain Motivations for choosing Britain as a holiday destination
Reason why Britain was visited Saudi Arabia UAE GCC Global total Cultural attractions e.g. historic buildings and famous sights 13% 22% 17% 42% A wide variety of places to visit around the country 22% 17% 19% 25% I’d never been before and wanted to go somewhere new 24% 21% 23% 23% Possibility of visiting friends or relatives 14% 19% 16% 22% Somewhere where they speak English 19% 10% 15% 22% Easy to get around 15% 17% 16% 22% Countryside and natural beauty 29% 16% 23% 22% Vibrant cities 29% 19% 24% 22% The ease of getting to the country 15% 17% 16% 21% A mix of old and new 20% 14% 17% 19% A culture that is different from our own 20% 19% 20% 19% A good deal e.g. on flights, total holiday package 15% 28% 21% 18% Sampling the local food and drink 19% 19% 19% 18% Contemporary culture (e.g. music, films, art, literature) 19% 19% 19% 18% Security / safety 15% 27% 21% 17% Easy to get plan/organise 12% 17% 14% 16% Accommodation – variety and quality 21% 24% 22% 16% A wide range of holiday activities 22% 16% 19% 13% Meeting the local people 11% 18% 14% 13% The cost of staying in the destination (price of accommodation, food and drink) 12% 19% 15% 12% The climate / weather 32% 22% 27% 12% Watching sport 13% 17% 15% 10% Visit a film or TV location 14% 14% 14% 9% Somewhere it is easy to visit with children 14% 13% 14% 8%
Source: VisitBritain/IPSOS 2016, base: visitors from Saudi Arabia and UAE only (Market scores have been adjusted so that the sum of all influences for each market is equivalent to the global total, to enable meaningful comparisons)
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Chapter 3: Access and travel trade
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3. Access and travel trade
• Nearly all GCC visits to the UK were made by plane (96%). • Direct seat capacity from the GCC to the UK has almost doubled in the ten years to 2017, with the rise of the national carriers as leading airlines. Over half of the direct capacity between the Gulf 82% and the UK links Dubai, UAE to British airports. of the direct seat • As the main Gulf airports developed into natural connecting hubs capacity between the between the Asia Pacific area and Europe, more routes to the GCC markets and the different nations and regions of Britain have been launched. UK in 2017 was served • When launching their holiday divisions, GCC national airlines have by local airlines become even more important in Gulf markets, playing a key role in the travel trade, alongside the traditional travel agencies. The latter are mostly ticketing agencies that might have little knowledge about the destinations they sell airline tickets to. With only a few integrated, more established companies, the travel trade landscape is still very fragmented, even within each country. • Understanding the culture of the markets and meeting in person are important to build trusting business relationships in the GCC.
Source: Apex Rdc 2016, International Passenger Survey by ONS
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3.1 Access: key facts
•All GCC visitors departing Britain by air pay £75 in Air Passenger Duty. A standard visitor visa will cost £89 and allow GCC nationals to stay up to 6 months. All visitors from 81% of air seat Bahrain and Saudi Arabia need a visa to visit Britain. Kuwaitis, Omanis, Qataris and Emiratis can also apply for capacity from GCC £15 electronic visa waiver for the same stay period. •Twelve airlines fly in total from GCC to the UK, including all to the UK is through seven GCC flag carriers, British Airways, Virgin Atlantic, and seasonally Thomson Airways (flying British holidaymakers Gulf airlines back home), as well two foreign flag carriers, Royal Brunei Airlines and Qantas. •The latter two both use Dubai as a stopover between their Access to Britain* countries and the UK. Because of its location, the GCC airports have become transit bases for visitors going from Measure 2017 Asia and Oceania to Europe. This has allowed Emirates, Qatar Airways and Etihad Airways in particular to develop Weekly aircraft departures 391 their routes and boost capacity and regional spread to the UK, now linking on regularly scheduled routes 8 airports in Weekly aircraft seat capacity 141,047 GCC to 8 airports in the UK*. •Despite facing some challenge in 2017, Qatar is still Airports with direct routes in the GCC 8 planning on launching a route from Doha to Cardiff in May Airports with direct routes in Britain 8 2018, adding more regional spread to the UK.
Source: International Passenger Survey by ONS, Apex RdC 2017 (stopping flights only). *All direct, non-stopping routes from GCC countries to the UK, excluding routes from Madinah (used mainly by pilgrims returning home in the UK) and Thomson Airways routes (used by British coming back home from holidays in the UAE mostly) 57 Market and Trade Profile GCC
3.1 Access: mode of transport
Visits by mode of transport Share by mode per market (%) in 2014-2016
800 745 Share of visits… Air Sea Tunnel 700 600 500 400 300 Bahrain 97% - 3%
Visits (000)Visits 200 100 27 Kuwait 95% - 5% 0 4 Oman 98% 1% 1%
Air Sea Tunnel Qatar 96% 1% 3% Annual share by mode (2016) Saudi Arabia 150% 97% <1% 3%
96% 100% 74% UAE 96% 1% 3%
50% GCC 96% 1% 3% 14% 12% 1% 3% 0% Air Sea Tunnel All markets 73% 14% 13% GCC All markets Source: International Passenger Survey by ONS
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3.1 Access: capacity Annual airline seat capacity trends Origin city annual seat capacity (2017)
Weekly average 2007 2012 2017 3% 3% seat capacity 4% 4% on direct flights to Britain 4%
13% 52% Bahrain 5,386 4,804 4,470
Kuwait 3,828 3,931 5,191 18% Oman 2,015 1,619 5,460
Qatar 9,069 12,638 24,990 Dubai, UAE Doha, Qatar Abu Dhabi, UAE Muscat, Oman Kuwait Jeddah, Saudi Arabia Saudi Arabia 4,327 8,366 8,769 Bahrain Riyadh, Saudi Arabia
UAE 48,539 61,992 92,414
GCC 73,164 93,349 141,293
Source: Apex Rdc: non-stop flights only
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3.1 Access: capacity Destination airport annual seat capacity (2017) Airline seat capacity by carrier (2017)
0.05% 1% 0.2% 2% 2% 1% 2% 2%
4% 3% 7% 4% 5% 8% 41%
11%
16% 62% 12%
17%
Emirates Qatar Airways London - Heathrow Manchester International Etihad Airways British Airways Qantas Saudia London - Gatwick Birmingham International Oman Air Kuwait Airways Gulf Air Royal Brunei Airlines Glasgow International Edinburgh Virgin Atlantic Airways Thomson Airways Newcastle Other*
Source: Apex Rdc: non-stop flights only *Airports with less than 1% annual seat share: London Stansted and Cardiff
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3.2 Travel trade: general overview
• The Gulf travel trade landscape is quite fragmented. There is not one GCC culture, and each markets has its specificities. Getting know them in advance is well appreciated. • Most agencies in the Gulf are quite small and operate only in Saudi Arabia the city or area where they are based. They usually act as and the UAE are ticketing offices, and many have limited knowledge of what is in the top 3 on offer at the destinations they sell. However, some larger, tourism markets more established travel service companies will have in the Middle operations in multiple markets and distribute more integrated services. East • The holiday divisions of the main Gulf carriers usually tend to play a wholesaler role as there are only a handful of them in the GCC. • When liaising with partners in the Gulf markets, building a trusting relationship is key. Visiting your counterparts in the markets, inviting them to discover your products and services and demonstrating a good understanding of the markets’ culture and their differences are important to do so.
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3.2 Travel trade landscape
• There are well over 6,000 travel agents and tour operators in the Middle East, of which 60% are concentrated in the three main tourism markets: Egypt, Saudi Arabia and the UAE. Each accounts for between 1,000-1,500 traveller agents. The UAE has the main concentration of licensed travel agents: 60% of these are based in Dubai, 20% in Abu Dhabi, and the rest in Sharjah and the Northern Emirates. • However, in the Gulf area in general, as in the UAE, the majority are small operations and are primarily ticketing agents with a focus on airline ticket sales as their main activity, and limited product knowledge aside from that. By and large, the majority of those travel agencies operate from a single location in their country. • The larger, more established companies operate in multiple markets within the GCC. They tend to be part of diversified, integrated business groups with activities in multiple areas such as trading, retail, construction, transport, logistics, etc. As a result they are usually financially strong, and have access to some in-house businesses, and almost without any exceptions, would be the General Sales Agent (GSA) for one or more international airlines. • With only few GCC wholesalers, airlines and their holiday divisions tend to offer this service, with the exception of 10-15 major operators based in the region. Those also operate as retail travel agencies. A number of the largest travel management companies are also general sales agents for international airlines, car rental and hotel groups. • Market shows a preference for family travel, with a high emphasis on individual tailored arrangements. However, airline and holiday packages are gaining momentum allowing customers to obtain better value. Consumers can be easily swayed on choosing their holiday provider by even a marginal price difference. As a consequence the market tend to be highly competitive: most agents in the region operate on high volume and low margins. • On a smaller scale, a number of leading travel agents offer holiday packages through the year, to various destinations. Special efforts are made to promote 2-3 night packages during short breaks such as the Eid Holidays, National Day holidays, the New Year and other long weekends. Travel packages of 7-14 nights duration and longer are usually promoted for summer holiday travel. Gulf travellers have shown a preference so far towards Turkey or Asia for short breaks, and towards Europe for longer periods of time.
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3.2 Where to find the trade in the markets
Focus on the UAE Main players in the UAE • The Abu Dhabi Travel and Tourism Agencies Committee (ATTAC), established in 2000 with the support of Civil Aviation department of this emirate, is the largest association of Airline holiday divisions: Emirates Holidays, Etihad Holidays travel agents in the UAE, with over 250 members. Some of the Dubai travel agents have formed an organisation, the Dubai Tour and Travel Agents group, that gathers about Most prominent travel agents: Thomas Cook Al Rostamani, Orient 200 members. In the emirate of Sharjah, membership to the Sharjah Travel Agents Travel, Kanoo Holidays, SNTTA, Al Futtaim Travel, MMI trade centre Association (STTA) is mandatory for any travel agents operating there. • Airlines are the main providers of holiday destination products through their holiday divisions: Other: largest retail travel service company is Dnata, and largest • The most prominent is Emirates Holidays (EKH), a division of Emirates Airlines. Its hotel rate consolidator is Destinations of the World brochure covers over 100 destinations across six continents with a variety of accommodation options. EKH is based on Sheikh Zayed Road, next to Dubai Airline Centre. Their current group handler in the UK is Interopa Holidays. With target segments of couples and singles, package inclusions are as listed on each page. Some 35,000 brochures are being printed in both English and Arabic, and distributed in all EKH source markets. Priced brochures are being produced for the UAE, KSA and Kuwait, and a generic non-priced brochure will be distributed in all other markets. Holidays and short breaks are also highlighted on www.emiratesholidays.ae. • Etihad also set up Etihad holidays in November 2003 with the aim of creating and offering holiday packages to suit a wide range of budgets and tastes. Currently they offer a choice of over 201 hotels and 35 destinations in 17 countries. • Several regional and international airlines also promote their destinations and packages Main players in the GCC overall in the UAE through travel brochures and catalogues. For example, the Exclusive Travel Group helped Qantas Airways promote luxury outbound travel to New Zealand, Australia and Al Rostamani, Musafir, Tajawal from the Al the South Pacific to high net worth travellers based in the GCC markets. Qatar Tayyar Travel Group, Dnata, Kanoo, Al • The largest retail travel service company in the UAE is Dnata. Its specialist leisure Shamel International, Al Rais Travel division, Dnata Holidays, features a wide choice of destinations and products targeted towards the expat population in the UAE. Not • Apart from travel and tour operations, some agencies operate as consolidators of based in Kayak. Skyscanner, MakeMyTrip, Flight hotel rates in multiple destinations, whether for business or leisure. Dubai-based the Centre, Cleartrip, Expedia, Destinations of the World that operates through a number of franchised offices across region the Gulf and the Middle East is one of the most known example of those. Some of the larger travel agents also obtain preferential rates from hotels and other destination Source: Gulf News. Arabian Industry management companies worldwide for onward distribution through the retail travel trade.
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3.2 Travel trade: some practical information General information Trade exhibitions • The GCC is not a single market: take the time to learn about • Arabian Travel Market (ATM) is universally recognised as the demographic differences across the regions. travel industry event for the Middle East and the Pan-Arab • Relationship management is crucial: the GCC travel trade prefer world. Serving the whole region, including GCC states, to do business face-to-face, it is not an email-based culture. So Arabian Travel Market is the premier regional forum for it is highly recommended to have regular sales visits to the outbound tourism. It is an ideal platform to generate new region in order to develop rapport and trust. Inviting them to business leads, raise your company awareness and capitalise experience your products and services first-hand is also on extensive business, networking and educational appreciated. It is about long-term engagement and commitment, opportunities. ATM is organised by Reed Exhibitions and and building that trust above simply pushing business through. takes place at World Trade Centre, Dubai annually in the first A nice gesture would be to acknowledge key holidays in the week of May. year (i.e. Ramadan & Eid) and to send them a greeting card – • The Gulf Incentive, Business Travel & Meetings Exhibition i.e. Eid Mubarak. (GIBTM) is the leading event for meetings, incentives and • Gulf travel agents expect competitive prices, flexible payment business travel in the GCC Region, unlocking business terms and agreement to last-minute changes. The pressure potential within the Middle East for inbound and outbound from their own clients to satisfy every whim is very high. business professionals. • Business Tourism destinations from the Middle East and around the world showcase a diverse range of products and Planning and contracting cycle services to enhance any meeting, conference, incentive or • Key times for promotional visits to the region are February business travel booking for corporate, association and agency through to late May/early June and September through event planners and buyers. GIBTM is held every year at November. Avoid Ramadan, Eid holidays and the summer ADNEC, Abu Dhabi in the last week of March. period beginning end of June through to the middle of September. • The working week for government offices, departments and schools in all GCC markets is Sunday through to Thursday.
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3.2 Travel trade: doing business with the Gulf markets
Practical information • Time difference: GST is the Gulf standard time, and is 4 hours ahead of Britain in winter and 3 hours ahead in the summer (GMT +0400). • Climate: The climate of the GCC countries generally is hot and dry. The hottest months are July and August, when average maximum temperatures reach above 40°C. November to March is the most pleasant weather and reach between 18-30°C. • Working days and business hours: The working week traditionally starts on Sunday and ends on Thursday. Friday and Saturday are the official days of rest, though in the travel trade industry agencies will do shift work so 6 days a week are covered for booking purposes. Friday is the Muslim day of prayer and rest and so scheduling meetings or making phone calls to Muslim colleagues or clients on this day should be avoided. Office hours tend to be 0800-1900 with some agencies still doing a split shift with a break between 1pm and 4pm. • Transport: Getting around is relatively easy with signs in Dubai and most cities are generally in both Arabic and English, as well as the telephone automation system allow you to choose between the two. Nevertheless once you are outside the cities, you will find that English is not easily understood by rural people. As the Gulf population also includes a large proportion of migrants from South Asian countries, knowledge of Hindi, Urdu, Malayalam, Bengali and Tamil can be quite useful. Taxis are a relatively cheap way to get around in most cities. • Clothing: Do respect the culture of the country you are going to by dressing appropriately. While the UAE is more Westernised than many other Middle Eastern countries, it is still important to dress modestly: men should wear a suit and women ensure their clothing covers their legs and arms. In Saudi Arabia, women should also cover their head for example. • Visas: You may need a visa to visit some of your Gulf working relations. Please do plan in advance as for example Saudi Arabia has just announced the launch of a tourist visa, and you will need to justify your business appointment when applying for a Saudi visa.
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3.2 Travel trade: doing business with the Gulf markets
Meetings & business etiquette • Meetings should be scheduled with some extra time allocated. Attitudes to time in the GCC are much more relaxed than in many Western cultures. People and relationships are more important than schedules and punctuality. It is not uncommon, therefore, for your Gulf counterparts to arrive late but foreigners are expected to be on time. Meetings are also conducted at a leisurely pace, so longer than what you can be used to. • Business meetings with Arab clients or colleagues are about building a personal relationship with your counterparts and so it is common meeting start by asking about their families or some polite general conversional topics, before talking business. Invitations to a meal or social event are also common and should be accepted to help building trust. • It is usual to call business relations by their first names in most cases. If unsure, it is best to get the names and correct form of address of those you will be doing business with beforehand. • Avoid to plan meetings during the Muslim prayer times or any of the major Islamic holidays, such as Ramadan or Eid. • During Ramadan, the Islamic month of fasting, Muslims are not permitted to eat, drink or smoke between sunrise and sunset. Muslim hospitality allows that non-Muslims may be invited to eat and drink by their hosts, but it would be best to do so in private, as a sign of respect, with this advice also extending to the consumption of bottled water despite heat. • There might be other people present in the office or meeting room waiting their turn to meet with the person you are talking to. If you are made waiting when you arrive, it is polite to greet people that may be in the room, take a seat and accept any coffee served until it is your turn. 66 Market and Trade Profile GCC
3.2 Travel trade: GCC holidays National public holidays in 2018 National Holiday Date in 2018 Observance • All calendars in the GCC respect days New Year’s Day 01/01 Bahrain, Kuwait, Oman, Qatar, UAE off around the two main Muslim National Sports Day 13/02 Qatar celebrations: the Eid-al-Fitr (ending of Kuwaiti National Day and Liberation 25/02 – 26/02 Kuwait Ramadan) and the Eid-al-Adha (ending Day of the Hajj), which varies in dates March bank holiday 04/03 Qatar according to the Islamic lunar calendar. Isra’a Wal Miraj/ Leilat al-Meiraj 13/04 Kuwait, UAE, Oman May Day/ Labour Day 01/05 Bahrain • Weekend runs Friday-Saturday in all Ramadan begins 16/05 UAE GCC countries and used to be on Between 14/06 Bahrain, Kuwait, Qatar, UAE (3 days), Eid-al-Fitr Thursday-Friday. and 18/06 TBC Oman, Saudi Arabia (4 days) Renaissance Day 23/07 Oman • The paid holiday allowance varies Hajj season begins 12/08 UAE depending on the market: Between 20/08 Bahrain, Qatar, Kuwait (3 days), Arafat Day and Eid-al-Adha • Bahrain: 21 days plus public and 25/08 TBC Oman, Saudi Arabia, UAE (4 days) Muharram/ Al-Hijira (Islamic New Year) 11/09 Bahrain, Kuwait, Oman, UAE holidays Ashoora 19/09 – 20/09 Bahrain • Kuwait: 30 days plus public Saudi National Day 23/09 Saudi Arabia holidays Omani National Day 18/11 Oman The Prophet’s Birthday 19/11 or 20/11 Bahrain, Kuwait, Oman, UAE • Oman: 30 days plus public Commemoration Day 30/11 UAE holidays Emirati National Day 02/12 – 03/12 UAE • Qatar: 15 days plus public holidays Bahraini National Day 16/12 – 17/12 Bahrain Qatari National Day 18/12 Qatar • Saudi Arabia: 21 days plus public holidays
Source: https://www.timeanddate.com, https://www.officeholidays.com, and other official sources • UAE: 30 days plus public holidays
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3.3 Caring for the consumer: culture is important… and diverse Getting your marketing right • The localisation of your marketing strategy is important for this market. Developing GCC-friendly marketing assets helps a lot in winning over that market. It extends to more than simply accurate translation or your international marketing material. Remember to use a qualified translator, Google translate is not recommended. Arabic-first content and using images that are relevant to the audience are important to respect the market’s cultural sensitivity, most of all in Saudi Arabia. • Be mindful of the type of language or images used in marketing or promotional activities. Imagery for those markets should stay away from showing couples being too close, women with bare shoulders or short clothing. • There are several agencies that can help with this, who specialize in writing for visitors. It is also worth investing in some still and moving imagery that shows GCC nationals enjoying your product. These are likely to be used much more widely by GCC media and third parties than images of Western customers. Word of mouth is a highly trusted and impactful communication tool, and using local social influencers is a very effective medium to showcase your product or brand. • However, an expensive campaign or costly print or digital artwork is not necessary as long as the information is in places they can identify and access easily. • Having an understanding of the norms and expectations is needed for each Gulf market. It should include what welcome and hospitality means to them. Direct recommendations go a long way and so a simple gesture can be a quick win.
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3.3 Caring for the consumer: culture is important… and diverse Cultural differences and similarities within the Gulf • Countries are different. UAE alone is very diverse: its population is made of a majority of expats – Indians and other Asian nationalities plus Western nationalities. • For that reason, clichés are often misleading. For example, not all GCC visitors require halal food, as many of them may not be Muslim. Experiencing an array of cuisine including local dishes is important to them. And so if it is not essential that the food is halal, it might be preferable to just highlight if it contains alcohol or pork so that they can choose for themselves. Keeping a few vegetarian options will also be useful as many GCC expats come from Asia and may prefer that type of food. • There are some differences between the GCC countries too. The UAE tends to be a more open society, while other GCC countries are more traditional, and very family-focused. Trends are changing too. Saudi Arabia is usually seen as quite conservative, though the Saudi Vision 2030 might lead to great changes in the Saudi society with the development of domestic tourism or the re- opening of cinemas for instance. • GCC nationals are overall comfortable with modern technology: they are highly active on social media, and mobile penetration in this area ranks among the highest globally. Engaging those customers through digital content and reaching out to them on social media are key. Information provided through mobile-friendly websites or apps is appreciated. • Despite GCC visitors being among the top travel spenders, they still look for a competitive offer: make any added benefits to your product or service clearly visible to add value to yours.
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3.3 Caring for the consumer: hospitality tips
Accommodation • As Gulf tourists often visit with their family, and sometimes their extended family, they will prefer suites and inter-connecting rooms in hotels as they would allow the whole family to stay together, with parents having an easier access to their children. • Entertainment for the children is important and there is a growing interest in holiday resorts such as Oasis, Center Parcs and Butlins, or themed entertainment parks and resorts. • In the UK though research has shown that travellers who did not stay with friends and relatives would more likely prefer to stay at hotels or rent a place for the time of their stay. • Especially among nationals luxury travellers, luxury five-star hotels and high-quality rentals, such as stately homes are highly appreciated. There is a need for privacy that is very important for that segment. They will also value concierge services as they may need advice and support planning the last elements of their trip such as activities, before their trip or even at destination. • With London and Manchester being their preferred English destinations for a luxury holiday, city centre locations are the most popular. Air conditioning in London hotels during the summer is a big selling point. • Staying in alternative forms of accommodation such as cottages and castles in the country can be seen as more adventurous. Gulf travellers, especially nationals, would need to be reassured on easy access from the place where they would stay to city centre facilities, the availability of a private car with chauffeur, and of all modern facilities and technologies. Source: VB/Kantar Millward Brown 2017 research, IPS by ONS
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3.3 Caring for the consumer: hospitality tips
Food and drink • Dining in restaurants is one of the most popular activities for GCC visitors in the UK. In 2015 staying visitors in each GCC market were more satisfied with Britain’s food and drink offer than the global average (79%): 81% of visitors from Oman, 83% from Saudi Arabia, 87% from the UAE, 92% from Bahrain, 93% from Qatar, and 94% from Kuwait. • Emirati and Saudi nationals would especially be aware of British baked goods, and interested in trying British cheeses. • If visitors from the GCC may have very different profiles, they usually sleep and wake up late on holiday, which makes lunch and dinner preferred meals. However, serving late breakfast options outside of usual times will be appreciated. Most are used to an international type of breakfast. • During meals, Arabs will eat meat dishes as well as drink water or fruit juices. Consuming pork and alcohol are strict Muslim taboos so it is critical to specify which foods contain these, or having Halal options on your menu, providing food (especially meat) made according to the Islamic method. • Lunch is the main family meal and usually includes rice. Dinner is lighter. Both are taken late (around 2pm and 9-11pm respectively). During Ramadan it would be appreciated if hotels could offer an iftar buffet at sunset for Muslims breaking their fast. • Tea (served clear, with sugar and the tea bag or leaves still in) and coffee (which is boiled in the Arabic culture) are prominent features of Arabian life. It is considered rude to decline a coffee since the tradition of offering coffee is symbolic of hospitality. When they have had enough tea or coffee and don't wish for a refill, they will turn the cup upside down.
Source: VB/DEFRA’s “Food is GREAT”, IPS by ONS
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3.3 Caring for the consumer
Language Language basics • Arabic is the official language in the Gulf countries. English Arabic Pronunciation • However, English is widely spoken, especially Min fadhlak من فضلك .among the expat community and for business Please Law samah’t لو سمحت Knowledge of language basics will always be • appreciated among Gulf visitors. Shukran شكرا Thank you
Na'am نعم Welcome Yes • The Gulf high-end hotels and airlines have set new standards in terms of hospitality. Those are what No La'a ال Gulf visitors, especially luxury travellers, are used to. Sorry! ‘Afwan عفوا (Making guests feel welcome is very important in (apology • the Gulf culture. In the Emirati culture, receiving !Esma’h lee اسمح لي !guests is an honour. Excuse me • Offering some dates and non-alcoholic beverages Sorry, I do Afwan ana la‘ عفوا ، انا ال on arrival is well appreciated. So would be to greet not speak them placing your hand on your heart, using the atakallam al arabiya اتكلم العربية peace upon sign’ instead of shaking hands. Arabic‘
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3.3 Caring for the consumer: Arabic language tips
Language tips for arrival and departure
English Arabic Pronunciation Marhaba مرحبا Hello Peace be with you (common As-salam àlaykum السالم عليكم (Islamic greeting Wa àlaykum as-salam وعليكم السالم and to you peace … … Ana essmee انا اسمي My name is !Ahlan bekom fe Britania أهال بكم في بريطانيا Welcome to Britain !Yous’edonee leqa’okom يسعدني لقاءكم !Pleased to meet you ?Keef al ‘haal كيف الحال؟ ?How are you !Eqama sa’eeda إقامة سعيدة !Enjoy your visit Ma'assalama مع السالمة Goodbye ?Hal estamta’ata bel zeyarah هل استمتعت بالزيارة؟ ?Did you enjoy your visit !Toussal bessalamah توصل بالسالمة Have a safe journey home !Inshallah nshoufkom marra thaniya إن شاء هللا نشوفكم مرة ثانية !Hope to see you again soon
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3.4 Working with VisitBritain We can help you extend your reach through: • Digital and social media such as through We are here to support you and look Twitter, our Facebook page – Love GREAT forward to working with you. Britain, or Pinterest. • Press and PR by sending us your newsworthy stories or hosting our journalists and broadcast To find out more browse our crew opportunity search (visitbritain.org/opportunities) • Leisure, and the business travel trade via our programme of sales missions, workshops and or trade website exhibitions or promotion to our qualified (trade.visitbritain.com) Britagents and supplier directory or contact the B2B events team • Print advertising in targeted media/Britain (Email: [email protected]) supplements or campaign partnerships team • Retailing your product through the VisitBritain (Email: [email protected]) shop or trade support team • Or as a major campaign partner (Email: [email protected])
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3.5 Useful research resources We have dedicated research and insights available which include: • Latest monthly and quarterly data from the We are here to support you and look International Passenger Survey by ONS forward to working with you. (visitbritain.org/latest-monthly-data visitbritain.org/latest-quarterly-data-uk-overall To find out more about the main Gulf visitbritain.org/latest-quarterly-data-area) markets or other inbound markets browse • Inbound Tourism Trends by Market our markets & segments pages or visitbritain.org/inbound-tourism-trends (visitbritain.org/markets-segments) • Sector-specific research our inbound research & insights or visitbritain.org/sector-specifc-research (visitbritain.org/inbound-research-insights) • 2018 Inbound Tourism Forecast contact us directly visitbritain.org/forecast (Email: [email protected]) • Britain‘s competitiveness visitbritain.org/britains-competitiveness
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3.5 Useful market-specific research resources We have dedicated research and insights available which include: • Planning, decision-making and booking cycle of We are here to support you and look international leisure visitors to Britain forward to working with you. https://www.visitbritain.org/understanding- international-visitors To find out more about the main Gulf • Technology and social media markets or other inbound markets browse https://www.visitbritain.org/understanding- our markets & segments pages or international-visitors (visitbritain.org/markets-segments) • Gateways in England, insights on overseas our inbound research & insights or visitors to England's regions, participation in (visitbritain.org/inbound-research-insights) leisure activities, multi-destination trips and more contact us directly visitbritain.org/visitor-characteristics-and- (Email: [email protected]) behaviour
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Appendix: Individual inbound market overviews
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Market overview: Bahrain
Key statistics (2016) Connectivity (2017) Visitor profile (2014-2016)
Visits (000s) Departing seats Visitors’ age (% visits) 2016 31 2% 300,000 2015 20 4% 2014 27 250,000 11% 10% 2013 34 200,000 2012 30 150,000 2011 22 100,000 21% 50,000 24% Spend (£m) 0 2016 72 2012 2013 2014 2015 2016 2017 2015 29 2014 56 In 2017 26% 2013 77 Departure airport Bahrain International 2012 48 0 -15 16-24 25-34 35-44 45-54 55-64 65+ 2011 37 Arrival airport London Heathrow
Journey purpose (% visits, Regional spread (2014-2016) Visitors’ nationality (% visits) 2014-2016) 57% 2% 8% Bahraini 48% Holiday 40% 10% Other GCC 3% 37% VFR Business British 30% Study Other 1% 2% 20%
Share Share ofnights nationalities 43% Misc. Scotland Wales London Rest Of Source: International Passenger Survey by ONS, Apex (direct, England non-stopping routes only), *seasonal flights are not represented
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Market overview: Kuwait
Key statistics (2016) Connectivity (2017) Visitor profile (2014-2016)
Visits (000s) Departing seats Visitors’ age (% visits) 2016 112 2% 300,000 2015 104 6% 4% 2014 250,000 102 13% 2013 128 200,000 2012 66 150,000 19% 2011 71 100,000 50,000 Spend (£m) 0 2016 222 2012 2013 2014 2015 2016 2017 29% 2015 302 26% In 2017 2014 439 2013 504 Departure airport Kuwait International 2012 273 0 -15 16-24 25-34 35-44 London Heathrow, 45-54 55-64 65+ 2011 207 Arrival airports London Stansted Journey purpose (% visits, Regional spread (2014-2016) Visitors’ nationality (% visits)
2014-2016) 70% 1% 10% Kuwait 85% 6% Holiday Other GCC 0.5% VFR British 5% 19% Business 27% 64% Study Other 1% 3% 9%
Share Share ofnights nationalities Misc. Scotland Wales London Rest Of Source: International Passenger Survey by ONS, Apex (direct, England non-stopping routes only), *seasonal flights are not represented
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Market overview: Oman
Key statistics (2016) Connectivity (2017) Visitor profile (2014-2016)
Visits (000s) Departing seats Visitors’ age (% visits) 2016 36 3% 2015 29 300,000 7% 7% 2014 24 250,000 2013 22 200,000 15% 2012 20 150,000 2011 18 100,000 25% 50,000 Spend (£m) 0 2016 48 2012 2013 2014 2015 2016 2017 2015 53 22% 21% 2014 31 In 2017 2013 99 Departure airport Muscat - Seeb 2012 39 0 -15 16-24 25-34 35-44 45-54 55-64 65+ 2011 35 Arrival airports London Heathrow, Manchester
Journey purpose (% visits, Regional spread (2014-2016) Visitors’ nationality (% visits) 2014-2016) 8% 68% Omani 60% 9% Holiday 32% Other GCC 1% VFR 10% British 24% Business 18% 7% Other Study 3% 16%
Share Share ofnights nationalities Misc. 41% Scotland Wales London Rest Of Source: International Passenger Survey by ONS, Apex (direct, England non-stopping routes only), *seasonal flights are not represented
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Market overview: Qatar
Key statistics (2016) Connectivity (2017) Visitor profile (2014-2016)
Visits (000s) Departing seats Visitors’ age (% visits) 2016 82 1% 1,400,000 2015 76 7% 1,200,000 8% 2014 59 8% 2013 70 1,000,000 800,000 2012 46 600,000 20% 2011 42 400,000 Spend (£m) 200,000 0 29% 2016 163 2012 2013 2014 2015 2016 2017 2015 163 In 2017 27% 2014 130 2013 221 Departure airport Hamad International 0 -15 16-24 25-34 35-44 2012 86 London Heathrow, Manchester, Arrival airports 45-54 55-64 65+ 2011 88 Edinburgh, Birmingham Journey purpose (% visits, Regional spread (2014-2016) Visitors’ nationality (% visits) 2014-2016) 1% 43% 7% 43% Qatari 42% Holiday 10% Other GCC 1% 41% VFR Business British 34% 9% Other Study 3% 24% 41% Share Share ofnights nationalities Misc. Scotland Wales London Rest Of Source: International Passenger Survey by ONS, Apex (direct, England non-stopping routes only), *seasonal flights are not represented
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Market overview: Saudi Arabia
Key statistics (2016) Connectivity (2017) Visitor profile (2014-2016)
Visits (000s) Departing seats Visitors’ age (% visits) 2016 152 2% 500,000 2015 147 5% 400,000 10% 2014 144 10% 2013 126 300,000 2012 111 200,000 2011 105 100,000 22%
0 23% Spend (£m) 2012 2013 2014 2015 2016 2017 2016 360 In 2017 2015 556 28% 2014 365 Main departure airports Jeddah, Riyadh 2013 322 2012 260 London Heathrow, 0 -15 16-24 25-34 35-44 Arrival airports 45-54 55-64 65+ 2011 260 Manchester
Journey purpose (% visits, Regional spread (2014-2016) Visitors’ nationality (% visits) 2014-2016) 4% 7% 50% 44% Saudi 68% Holiday Other GCC 1% 12% VFR Business British 17% 53% Other 23% Study 2% 3% 14%
Share Share ofnights nationalities Misc. Scotland Wales London Rest Of Source: International Passenger Survey by ONS, Apex (direct, England non-stopping routes only), *seasonal flights are not represented
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Market overview: United Arab Emirates
Key statistics Connectivity Visitor profile (2014-2016)
Visits (000s) Departing seats Visitors’ age (% visits) 6,000,000 2% 2016 365 5,000,000 2015 347 8% 6% 4,000,000 6% 2014 260 3,000,000 2013 304 2,000,000 2012 256 1,000,000 21% 2011 241 0 2012 2013 2014 2015 2016 2017 Spend (£m) 28% 2016 566 In 2017 2015 487 Main departure Dubai, Abu Dhabi 29% 2014 437 airports 2013 610 London Heathrow & Gatwick, 2012 467 Main arrival 0 -15 16-24 25-34 35-44 Manchester, Edinburgh, 45-54 55-64 65+ 2011 254 airports Birmingham, Glasgow, Newcastle Journey purpose (% visits, Regional spread (2014-2016) Visitors’ nationality (% visits) 2014-2016) 1% 53% 5% 46% Emirati 17% Holiday 18% 29% Other GCC 1% VFR Business British 48% 10% Other Study 4% 33%
Share Share ofnights nationalities 47% Misc. Scotland Wales London Rest Of Source: International Passenger Survey by ONS, Apex (direct, England non-stopping routes only), *seasonal flights are not represented
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Market and Trade Profile: GCC
Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and UAE
February 2018